Boost top-of-funnel awareness for travel insurance product

Objectives

• Raise awareness about AXA travel insurance among Belgians planning vacations

• Target both primary (30-50 years) and secondary (18-30 years) audiences

• Drive traffic to the online subscription platform

• Capture attention during crucial travel planning moments

Solution

AXA deployed a data-driven DOOH campaign strategically designed around three key pillars:

1. Travel Hub Targeting

• Presence near key transportation hubs:

  • International airports

  • High-speed train stations (TGV)

  • Major transit points

1. Travel Preparation Zones

• Strategic placement within 100m of:

  • Sports retailers (Décathlon)

  • Travel agencies (TUI, Neckerman)

  • Tourism offices

1. High-Dwell Time Locations

• Premium spots in:

  • Office buildings

  • Movie theaters

  • Shopping centers

Gallery

Results

• Nearly 2 million contacts achieved

• Over 100,000 guaranteed impressions

• Strong presence in premium travel-related locations

• Efficient cost per contact with targeted approach

• Successful drive-to-web performance

Conclusion

This campaign demonstrates how DOOH can effectively combine mass awareness with targeted messaging to drive specific consumer actions, particularly in the insurance sector where trust and timing are crucial factors.